|
In this category there are many things the prospect buys; food, clothing, and shelter are examples. However, even though the prospect needs these things, he has a choice among many different products. Let us take a house as an illustration. In creating a Sales Plan to convince the prospect to buy a particular house, here are a few suggestions: 1. Description of the house. Make your prospect visualize the large, spacious, comfortable rooms, with lots of fresh air and plenty of sunshine. Direct his attention to the beautiful tile bathroom with the spacious tub. Let him know that the dining room overlooks the terrace and that the kitchen and the pantry make cooking a joy. Picture for him the beautiful 36 WHY THE PROSPECT BUYS grounds, dotted here and there with shade trees and trim hedges. Neighborhood. Point out that the house is located among friendly neighbors and good schools. Transportation. Explain to him that the house is near unexcelled transportation facilities, making it easy to reach. It has the best possible police and fire protection. Construction. Point out that the workmanship is unex- celled, the finest quality material has been used, and every minor detail of the house has been inspected. Carrying charges. Explain that the low assessment value eliminates heavy taxes, and the low interest rates make it possible for the prospect to enjoy the comforts of the house without feeling it financially. Make the house and its con- veniences tell the prospect of the comfort and happiness he will enjoy by owning it. Make the prospect feel that he can no longer do without the house. This will make him feel an urge to own it while it is available. 2. |
|||
|
